The Internet Marketing Plan: The Complete Guide to Instant Web Presence - Softcover

Bayne, Kim M.

9780471172956: The Internet Marketing Plan: The Complete Guide to Instant Web Presence

Softcover

ISBN 10: 0471172952 ISBN 13: 9780471172956

Publisher: John Wiley & Sons, 1997

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Streetwise help for creating and implementing a total Internet marketing plan

You can′t run a successful marketing program without a comprehensive marketing plan. Especially not when you′re working in cyberspace—the most exciting, challenging, volatile, and potentially rewarding medium ever.

This book gives you a comprehensive framework for producing and executing a customized Internet marketing plan. Marketing communications veteran Kim Bayne supplies you with a clear set of step–by–step procedures for establishing, implementing, evaluating, and managing your company′s online presence.

The Internet Marketing Plan gives you what you need to:

Research and write a sophisticated, comprehensive Internet marketing plan
Understand the major differences between traditional marketing and the Internet
Find new places and ways to publicize your Internet presence
Integrate Internet marketing efforts into your company′s overall strategy
Establish budgets and allocate funds for a continuing Internet marketing presence
Select the best staffing options, outside vendors, pricing, and service.

On the Disk you′ll find:

All the worksheets, checklists, templates, and document outlines you need to manage every phase of the Internet marketing program � from initial research and budgeting to planwriting and implementation
A time–saving browser bookmark file containing every Web site URL referenced in the book, organized by chapter.

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From the Author:

Down-to-Earth Help for the No-Nonsense Business Marketer
My book, "The Internet Marketing Plan," is chock-full of streetwise advice, detailed worksheets, and pointers to applicable online resources to help just about anyone put together a well-researched, useful Internet marketing plan. This book is not an academician's treatise on how to compile a effective plan, but rather, in my breezy and sometimes, irreverant style, I help you get past that so-called "writer's block" in using the Internet effectively. "The Internet Marketing Plan" will help you see the big marketing picture, instead of just one aspect of marketing on the Internet.

The book is mainly written for three types of people:
* beginning and experienced marketers who need help in conceptualizing how the Internet fits into their marketing mix,
* technical professionals who need a grounding in the basics of marketing, and
* business professionals who are looking for a framework on which to build their Internet marketing program.

The three best parts of my book are:
(1.) COMPARISON CHARTS
They show you in detail how various aspects of traditional marketing communications activities compare to currently existing Internet cousins. These charts help you view the Internet from both traditional marketing AND new media marketing perspectives.
(2.) WORKSHEETS, CHECKLISTS AND TEMPLATES
They take you step-by-step through the planning and evaluation processes, asking the questions you need to ask of yourself, the people you work with, and vendors in order to put it all together. These are included on the accompanying disk and are fully customizable by the user.
(3.) BROWSER BOOKMARK FILE
It contains every URL referenced, saving you time and energy while you're completing the worksheets. This is included on the accompanying disk.

"The Internet Marketing Plan" will get you organized, point you in the right direction, and help you think through all the details associated with launching an effective Internet marketing presence. So what are you waiting for? Grab "The Internet Marketing Plan," a six pack of soda, and sit down at your nearest computer ready to roll up your sleeves and get to work!

About the Author:

KIM M. BAYNE manages wolfBayne Communications, specializing in strategic and tactical media relations and Internet marketing for Fortune 500 companies. Experienced in both the agency and client sides of computer and electronics product marketing, she is the Owner/Moderator of the Internet discussion group HTMARCOM (High–Tech Marketing Communications). Ms. Bayne is Editor/Publisher of "Marketing Lists on the Internet," a newsletter/ directory of online marketing groups. She writes regularly for such publications as Marketing Tools magazine and Internet Marketing & Technology Report, and presents internationally at such conferences as Internet World, Web Developers Conference, and Internet Expo Conferences.

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